PENGARUH PERCEIVED VALUE DAN VARIETY SEEKING TERHADAP KEPUASAN PENGGUNA KARTU SELULER DI KOTA PURWOKERTO

Abstract

Customers satifaction is derived from many ways, especially from customers
psychological feelings. This research has the aims to examine the relationship between
customers perceived value and variety seeking behavior toward celuler card customers
satisfaction. This research is conducted in Purwokerto city.
This research is quantitative research with survey method. Sampling method used
in this research is purposive sampling by taking 100 celuller card user in Purwokerto
city. Data analysis method used in this research is multiple regression analysis.
The research results show that : 1) perceived value affecting customers
satisfaction, 2)variety seeking affecting customers satisfaction , 3 perceived value and
variety seeking affecting customers satisfaction. The research implication is that
companies celuller card provider is need to design their marketing programs to retain
their customers satisfaction.